The problem
As a boutique conveyancing firm starting out in regional New South Wales, the owner Ella Edwards faced a common issue: total digital invisibility. Older, established legal firms dominated local Google search queries, leaving the new practice relying entirely on slow, unpredictable word-of-mouth leads. To scale the business and expand Boutique Property Conveyancing’s geographic reach, Ella needed a predictable, steady flow of inbound calls.
What we did
- Built a custom website structure designed for maximum search accessibility and fast mobile loading.
- Created dedicated service and location siloing pages for sub-markets like Wagga Wagga, Griffith, and Junee.
- Aligned their Google Business Profile with highly specific local directory listings to establish unshakeable geographic relevance.
- Drafted intent-driven search query frameworks answering local customers’ exact conveyancing questions.
The result
- Achieved page 1 search visibility for the targeted locations.
- Achieved dominant #1 rankings in the local maps search pack.
- Successfully expanded the firm’s operational reach, enabling Ella to confidently acquire new business from broad range of locations - Griffith, Junee, Warragul, Leeton, Pakenham and Wagga and more.
Organic Search & AI Visibility Proof
Our targeted local campaign succeeded across all search channels, establishing dominance on maps, traditional organic rankings, and generative search:
1. #1 in the Google Local Map Pack
Our local search optimisation keeps the business consistently ranked #1 in the local map pack (“Places”) for Wagga Wagga conveyancing queries:
2. #1 Organic Google Ranking
Boutique Property Conveyancing ranks #1 organically for the main high-intent regional search term (conveyancer wagga wagga), placing them directly below the map pack:
3. Featured in Google AI Overviews
Our semantic site structure, comprehensive schema, and trust signals also secured a primary spot inside Google’s conversational AI Overview snippet for local enquiries:
- Why this is critical: AI Overviews sit at the very top of Google, synthesising answers and capturing the majority of click share before visitors even reach standard links.
- Why this website is featured: Because of our structured data, clean HTML markup, and semantic topic siloing, Google’s LLM can easily parse the page, recognise the practice’s authority, and list them as the top-rated recommendation with their phone number embedded directly in the answer text.
4. Google Search Console Performance Growth
Over a 16-month tracking window, the search optimisation strategy drove steady performance growth, accumulating over 1.27k total clicks and 73.1k total impressions directly from organic search queries:
